Betsson AB announces its ‘biggest sports sponsorship’ to date, confirming that it has become the ‘lead sponsor and exclusive betting partner’ of the Swedish Hockey League (SHL).

“Betsson is one of the leading gaming companies in the Nordics and its roots go as far back as 1963. As the main sponsor, Betsson, together with SHL, will add to the development of the league and ice hockey in general, mainly by financially supporting the clubs but also by increasing the engagement in hockey” the Stockholm-listed enterprise details in its corporate update.

Updating the market, Peter Zäll Chief Strategy Officer at Betsson AB, stated that the firm’s SHL sponsorship would emphasise social responsibility, combined with a commitment to developing Swedish ice hockey public initiatives.

“We want to support and develop Swedish hockey. The financial support to SHL, and thereby the 14 participating clubs, is the foundation of the partnership. We want to be the most engaged partner they’ve had so far – one who cares for Swedish hockey and its amazing history. We are very proud to be the main sponsor for Sweden’s platform for hockey,”

Betsson marketing, detailed that it was pleased to secure its transformative sponsorship arrangement with the SHL, ahead of the Sweden re-regulating its online gambling market this January 2019.

“We want to make it clear to the industry, customers and potential customers in Sweden which companies are serious and support Swedish sports.” Zäll further details.

“Hockey is huge in Sweden, and SHL is one of the best leagues in the world. Supporting the teams financially is, of course, the main thing here, but we will also be an engaged sponsor and bring the hockey closer to our customers. That means meet-and-greet, podcasts, interviews, stats, best odds – to mention some examples.”

“Betsson is a strong and safe partner and is also instrumental for our vision for SHL. We want to make Sweden’s best hockey reach many more, also outside of Sweden. With Betsson, we get an international partner that will give substantial financial support to the clubs, and also a partner that loves the sport and the excitement that comes with it.”